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Providing help to retailers: who’s doing what

By  Matthew Spieler

(First of two parts)

When it comes to giving retailers the necessary ammunition to succeed, there are plenty of options from which to choose as just about every segment of the industry provides some type of resource or tool for dealers to allow customers to prosper and grow their business.

These tools are numerous—from educational training to professional marketing services to social media and more. In many cases most are offered at no charge. Even when there is a charge to improve oneself, there are ways for retailers to offset some or all of it depending on their affiliation with an association, buying group or manufacturer. Continue reading Providing help to retailers: who’s doing what

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Flooring America/Flooring Canada: Brand repositioning targets consumer recommendations

by Melissa McGuire

Orlando, Fla.—Flooring America/Flooring Canada (FAC) is repositioning its brand to a corner of the world it believes is currently unoccupied: The most recommended flooring retailer in North America. A new tagline reflects a new way of doing business: “Where Friends Send Friends.”

The brand repositioning is a result of what Keith Spano, president, referred to as a sea of sameness in terms of the advertising message flooring retailers attempt to convey to consumers, FAC included. “We lost our message; we fell into the same me-too trap. It was tired. It was same-old, same-old. If you took off the Flooring America logo and put something else on, you’d find there was no uniqueness. So we went back to the drawing board and developed a message we can truly own.” Continue reading Flooring America/Flooring Canada: Brand repositioning targets consumer recommendations